A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China Osmud Rahman School of Fashion, Ryerson University, Toronto, Canada Xiuli Zhu School of Fashion, Zhejiang Sci-Tech University, Zhejiang, China, and Wing-sun Liu Institute of Textiles & Clothing, Hong Kong Polytechnic University, Hong Kong, China Abstract Purpose – This study aims to explore and understand consumers’ perceptions and behaviour towards pyjamas in the People’s Republic of China (China). Design/methodology/approach – A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers’ purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated. Findings – This study shows evidence that consumers are more conscious of the functional values of a low-involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country-of-origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas. Research limitations/implications – Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product – pyjamas. The results of this study are useful for fashion designers and marketers to understand Chinese consumers’ perceptions of pyjamas. Originality/value – This study is one of the few consumer research studies on a low-involvement and privately consumed apparel product – pyjamas. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China. Keywords Clothing, Consumer behaviour, Product attributes, China Paper type Research paper Introduction The economy of the People’s Republic of China (China) has been transformed over the years since Deng Xiaoping launched the open-door policy in 1978. This ongoing economic reform has taken various forms such as privatization and joint venture (Fung et al., 2006). Procter and Gamble adopted a joint venture programme in 1988 (Penhirin, 2004), and in 1992 foreign retailers were allowed to enter the Chinese consumer market for the first time (Delong et al., 2004). Fashion houses are increasingly prominent in The current issue and full text archive of this journal is available at www.emeraldinsight.com/1361-2026.htm The authors would like to extend special thanks to the students in Zhejiang Sci-Tech University, Hangzhou, particularly He Aishaung, who assisted in various ways with the data collection. A study of pyjamas purchasing 217 Received October 2006 Accepted February 2007 Journal of Fashion Marketing and Management Vol. 12 No. 2, 2008 pp. 217-231 q Emerald Group Publishing Limited 1361-2026 DOI 10.1108/13612020810874890